CASE STUDIES Marilyn Monroe Prize Draw for MBA A multi-channel B2B marketing campaign that used direct mail, press advertising, email marketing, social media, SMS text messaging and PURLs (personalised web pages). This campaign was developed to showcase the variable-content capability of MBA’s digital printing equipment. The Prize Draw centred on a calendar containing picture clues on each month. Guess the name of this month’s movie and win a prize. Existing and prospective clients were invited to request a personalised calendar. They could choose from one of four film genres and further personalise the calendar with reminders of important dates. Each Prize Draw entrant was given a personal web page (PURL) where they could enter their guess. Additional clues were available on Facebook and a bonus prize was offered via SMS text messaging. Acquisition Campaign Channel Industry Std MBA Prize Draw Marketing Week, page advert 0.1%* 0.3% Direct Mail to B2B prospects 1.65%** 4.67% Post-acquisition Email Audience Industry Std MBA Prize Draw Prospective customers Open Rate 8.56%** 25.91% Click Rate 5.57%** 17.35% Existing customers Open Rate 14.92%** 10.40% Click Rate 9.356%** 35.71% The campaign’s ambassador was Suzie Kennedy, a Marilyn Monroe look-a-like. She provided instant recognition, and an obvious movie link, across all marketing channels. * Source: Periodical Publishers’ Association ** Source: Direct Marketing Association The campaign included adverts in Marketing Week, a personalised mail shot and email marketing.
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CASE STUDIES
Marilyn Monroe Prize Draw for MBAA multi-channel B2B marketing campaign that used direct mail, press advertising, email marketing, social media, SMS text messaging and PURLs (personalised web pages).
This campaign was developed to showcase the variable-content capability of MBA’s digital printing equipment.
The Prize Draw centred on a calendar containing picture clues on each month. Guess the name of this month’s movie and win a prize.
Existing and prospective clients were invited to request a personalised calendar. They could choose from one of four film genres and further personalise the calendar with reminders of important dates.
Each Prize Draw entrant was given a personal web page (PURL) where they could enter their guess. Additional clues were available on Facebook and a bonus prize was offered via SMS text messaging.
Acquisition CampaignChannel Industry Std MBA Prize DrawMarketing Week, page advert 0.1%* 0.3%Direct Mail to B2B prospects 1.65%** 4.67%
Post-acquisition EmailAudience Industry Std MBA Prize DrawProspective customers
Open Rate 8.56%** 25.91%Click Rate 5.57%** 17.35%
Existing customers
Open Rate 14.92%** 10.40%Click Rate 9.356%** 35.71%
The campaign’s ambassador was Suzie Kennedy, a Marilyn Monroe look-a-like. She provided instant recognition, and an obvious movie link, across all marketing channels.
* Source: Periodical Publishers’ Association ** Source: Direct Marketing Association
The campaign included adverts in Marketing Week,
a personalised mail shot and email marketing.
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